Panasonic Life is Electric Battery Charge

Panasonic’s most recent “Life is Electric” campaign, focusing on battery charge, won the Design Grand Prix at Cannes Lions International Festival of Creativity. As an electronics manufacturer, Panasonic wanted to reach out and encourage consumers to think about the real value of electricity. 21 eneloop batteries were charged with energy created in daily life, before being released in custom-designed illustrated packages illustrating everything from the action of a hamster on an exercise wheel and the routines of cheerleaders to the sunlight required to help a cat sleep comfortably. The Panasonic Life is Electric television commercial (see below) pointed viewers to the dedicated site, dedicated website where they could watch short film clips for each of the 21 methods. Customers were invited to buy the packaged batteries online at Amazon.com Japan. Exhibitions provided an opportunity for a close-up look at the process of making batteries.

The Panasonic Life Is Electric project is changing the way people think by transforming electricity from something that is taken for granted into something cute, beautiful, and cool that individuals can relate to on a personal level. The project has been featured at the RiSuPia Panasonic Digital Network Museum and events at Panasonic showrooms throughout Japan to foster the growth of scientists of the future, and is being incorporated into programs on information design theory and design science at Kyoto Seika University and the Kyoto University of Art and Design.

Illustration was by Blexbolex, represented by Natsuko Kida at Bureau Kida Sarl. Photography was by Fumihito Katamura, at Fumihito Katamura Photograph Office. Sound was produced by Toru Sasaki at Handsome Tracks Inc.

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